A Season of Strategic Planning
September is the perfect time for a fresh start—and a strategic plan for the holidays. At GBH, we’re building exciting new opportunities for you to connect with engaged audiences across New England this fall and winter. From our beloved holiday programming to exclusive broadcast and digital opportunities, your brand can become part of the moments that matter most.
Inside this issue:
- Holiday Programming: Connect with families and traditions.
- Market Insights: Navigate holiday spending trends.
- Podcast News: Align your brand with award-winning content.
- New Opportunities: Discover fresh ways to engage your audience.
Don’t Miss This
Connect with the Season’s Best Moments
The holidays are a time for tradition, and GBH provides the trusted, high-quality programming families rely on. Your brand can be featured across our multiplatform holiday specials on TV, radio, and digital channels, reaching an audience that is loyal and highly engaged.
Audio
Reach an audience that values culture and the arts by sponsoring holiday music on CRB Classical 99.5 and our on-demand holiday playlist streams.
Connect with family-focused viewers during beloved specials like the Call the Midwife Holiday episode, cooking inspiration from Mary Berry, and festive performances such as The Urban Nutcracker.
The GBH Holiday Spectacular, live at GBH Studios and broadcast on GBH 2, offers a unique opportunity to connect with engaged, local audiences in person.
Offer an exclusive discount to GBH donors through our Member Discount Email, giving your brand 100% share of voice in a direct message to our most loyal supporters.
What’s happening out there?
Navigating Holiday Retail Trends
Holiday retail sales are projected to grow about 3%, reaching up to $1.62 trillion, driven by strong e-commerce performance (up 7%–9%). But here’s the nuance: while total sales rise, individual consumers are tightening their budgets. PwC reports that average holiday spending per person will drop 5%, with Gen Z cutting back by 23%1.
What does this mean for your brand? Consumers are still spending, but they’re more selective. That’s where GBH audiences stand out: they prioritize quality and brand reputation over low prices, and they’re up to 66% more likely to have a net worth of $2M or more2. Aligning with GBH during the holidays positions your brand where it matters most—with discerning, high-value consumers.
What’s going on at GBH?
Align with Excellence
GBH continues to earn national recognition, with our podcast Scratch and Win being named one of the “10 Best Podcasts of 2025” by Apple. This award is a testament to our commitment to innovative storytelling and dedicated listeners.
Aligning your brand with our award-winning content is a powerful way to enhance your own brand’s reputation and reach a passionate audience.
New Opportunities to Reach Your Audience
Here are some of the latest opportunities to connect with the GBH community:
Align your brand with beloved shows in 2026 by sponsoring new seasons of fan favorites like High School Quiz Show and All Creatures Great and Small, or the highly anticipated premier of The Forsytes from MASTERPIECE.
Reach highly-localized audiences by sponsoring features like What’s Happening in Worcester and Sports with Esteban Bustillos during All Things Considered on GBH 89.7.
Connect with our community by sponsoring in-person events like Outspoken Saturdays and Jazz Nights at the GBH Studio at the Boston Public Library.
Let’s Make This Season Unforgettable
Ready to discuss how a GBH partnership can help you achieve your goals this holiday season?
Fill out our contact form to start the conversation.
Sponsor Spotlight
MIT Sloan Executive Education: MIT Sloan Executive Education offers non-degree programs for executives and business leaders. These courses allow you to deepen your knowledge and expertise in the topics that interest you and matter most to your organization.
““Change is the only constant. Forward-thinking executives recognize that embracing uncertainty is not just a necessity, but a strategic advantage. By anticipating disruption and leveraging cutting-edge innovations, you can steer your organization toward sustained growth and resilience. Investing in continuous learning and development is essential. You can count on our 90+ courses, Executive Certificates, and Custom Programs to help you secure your position at the forefront of industry advancements.”
– Dr. Peter Hirst, Senior Associate Dean, Executive Education, at the MIT Sloan School of Management
MIT Sloan Executive Education sponsors GBH radio, Streaming radio, Display ads, Audio preroll, and Podcasts
Sources
- “Holiday Retail Sales Expected To Top $1.61 Trillion, Deloitte Reports”, Forbes.com, September 2025.
- 2024 MRI-Simmons Fall Doublebase USA, A18+
Why is this newsletter called the Halo?
Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization.
GBH offers sponsorship packages that can include audio, video, digital and events.
GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI
GBH TV: GBH 2 | GBH 44 | PBS KIDS
